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Nothing quite compares to souvenirs in capturing the wonder experienced after seeing an exhibition. This year, ‘MU:DS’ (the National Museum of Korea’s product brand), which became a ‘sold-out hit’ during the popularity of the Netflix animated series Kpop Demon Hunters (hereinafter referred to as KPop Demon Hunters), has kept driving interest in its products even during the holiday season in late December and early January.

At the ‘From Impressionism to Early Modernism: Collectors of Light – The Robert Lehman Collection from The Metropolitan Museum of Art’ (until March 15, hereinafter referred to as the ‘Met Exhibition’), which is being held at the Special Exhibition Hall 1 of the National Museum of Korea in Yongsan, Seoul, items such as catalogs and postcards showcasing important artworks, along with art print magnets, smartphone cases, and eco-bags, are popular as ‘small but certain happiness’ gifts. A representative from the venue stated, “Due to the end-of-year season, notebooks and calendars with art print covers are also highly sought after as gifts.”

The ‘Yoshigo Photo Exhibition 2: The Unfinished Journey’ (until March 2) at Ground Seoul Central in Sejong-daero, Seoul, keeps getting feedback from visitors who say, “It’s hard to leave the merchandise store.” Posters and postcards are in high demand, along with postcard books (priced at 15,000 Korean won) that gather the displayed works into one collection. A wide range of items, such as fabric posters, keychains, and shoe decorations, enhances the enjoyment of choosing presents.

Near Dosan Park in Gangnam-gu, Seoul, the ‘Hyundai Card MoMA Bookstore’ opened in September and is also worth exploring. This establishment emerged from a partnership between New York’s Museum of Modern Art (MoMA) and Hyundai Card, making it the first MoMA bookstore globally that focuses on art-related publications. It offers around 200 different art books, MoMA exhibition guides, and a variety of colored eco-bags and hats. The attractive venue also includes display screens that visually present the artistic trends from New York and Seoul. The store is closed on Mondays as well as during the Lunar New Year and Chuseok holidays.